Nike Targets Female Consumers With Vogue Sneaker Collaboration

Nike Targets Female Consumers With Vogue Sneaker Collaboration
Brand Activation & Immersion

In the first-ever women's collaboration for the athletic retailer's Jordan brand, Nike teamed up with the fashion magazine's editor, Anna Wintour, to design two limited-edition kicks

Sierra Holt
  • 18 july 2018

Nike typically teams with a famous basketball player for its Air Jordan collections, but for the company’s first-ever female collaboration, the athletic brand is choosing a different partner. Vogue magazine editor Anna Wintour teamed up with Nike to create two pairs of sneakers for the Vogue x Nike AWOK Air Jordan project.

AWOK refers to “Anna Wintour Okay,” which is what the editor writes when she approves a page for Vogue magazine. The shoes will also have a tag that reads, “Edited by Vogue.” The first sneaker released will be the Air Jordan 1, in select stores on July 21 and through the Nike Snkrs app July 22.

The shoe is designed in a retro-style and comes in either red or white leather. The second shoe, the Air Jordan 3 SE, evokes classic Chanel suits with red or black tweed accents. Both sneakers are designed with zippers that replace the typical sneaker laces.

This collaboration is a part of a broader effort for Air Jordan to market to women, who are underserved in the sneaker business. It also expands the Vogue brand, which has been impacted by the digitization of news media and decreasing sales in print, helping it reach a more commercial or sportive audience than its fashion pages might usually reach.

Vogue x Nike

Nike typically teams with a famous basketball player for its Air Jordan collections, but for the company’s first-ever female collaboration, the athletic brand is choosing a different partner. Vogue magazine editor Anna Wintour teamed up with Nike to create two pairs of sneakers for the Vogue x Nike AWOK Air Jordan project.

+apparel
+brand activation & immersion
+Fashion
+fashion & apparel
+nike
+retail
+shopper marketing & promotions
+Vogue

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